More and more healthtech companies are creating products that could change how we do things and provide real solutions to problems affecting the human race.
But that’s just the beginning.
As a healthtech startup business owner, you also have business goals to achieve. And you can’t wait to see your ROI hit the skies.
But for some reason, you just can’t seem to break into the market and make it happen.
You are not getting enough visibility, leads, or even a solid brand recognition. Your marketing efforts are giving you undesirable results, and you are beginning to wonder if your product is the problem, or this online marketing thing is a scam.
Well, guess what, your product might be great, but if you are making common blogging mistakes, your business might be headed to the gutters. You will move from not attracting enough traffic to your website, to having zero conversions.
Here’s some good news.
Once you know where you are failing, you can fix the problem right away.
Below are 5 business blogging mistakes that are costing your b2b healthtech company leads, plus how to fix them:
1. Lack of a Blog Page
First, let’s get some facts out of the way.
Did you know that websites with blogs get 434% more indexed pages and B2B marketers using blogs generate 67% more leads?
If you are among the healthtech companies without a blog, then you are missing out on the opportunity to stand out from the competition and endorse your brand.
It is common for healthtech startups to assume that having a website is enough. It is not.
You need to humanize your brand and connect with your prospects on a personal level. And blogging does this for you.
- Blogs increase traffic to your website, builds trust and converts leads to customers
- They are cheap, flexible, and easy to use
- Blog posts educate your prospects, strengthens your brand, and establishes you as an authority in your niche
- Blog posts improve your search engine ranking
- They help you track your marketing results alongside your business goals
In short, blog posts increase your sales.
You need to have a b2b blog page for your healthcare technology company ASAP! But don’t stop there; make sure that it is updated regularly with relevant, high-quality content.
Remember, B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month.” (HubSpot,2015).
But there’s a catch.
Don’t use your blog to talk about your product; instead, focus mainly on addressing the pain points of your prospects. This way you can subliminally guide them to the solution.
In the process, you’ll start conversations with your readers, and this could be an innovative tool for you.
2. Ignoring Search Engine Optimization Techniques for Healthtech Companies
If no one can find your healthtech company online, no one will buy from you.
How do you get lost in the clutter? By failing to pay attention to SEO.
Investing in organic traffic is more like passive income. Once you rank well on search engines, you will keep reaping the benefits for a long time.
But how do you do it?
The only way to hack this, is to ensure that your content is of high quality. It should be engaging and informative enough to answer all the questions in your reader’s mind. Your readers should find it easy and natural to refer others to it because they got real value from it.
You also need to do keyword research and incorporate both short tail and long tail keywords in the right places of your content to make it rank. Don’t forget to add internal and outbound links.
Pro tip: Be very specific with the keywords. Don’t just throw in what other healthtech companies are using, unless they are relevant. Focus on the specific solutions that you are offering.
In short, have an SEO strategy that is solid and functional, be on the first page of search engines, and just like that, you will be reaping from leads who are ready to buy.
3. Lack of Email Capture to Collect Leads
Not all people who read your blog posts will buy from you right away. Some will leave and never come back. But, when you have their emails, you can always follow up later with more information that might bring them back.
Some people need to be reminded of how your awesome your products are. Don’t waste the opportunity; collect the leads and use them later to market. After all, relevant emails drive 18x more revenue than broadcast emails.
Pro tip: Make sure to include an email capture on your website right away!
4. Too Short Healthtech Blog Posts with Little Value
You could be thinking; uuuuuuh…I don’t have time to write, but I need blog posts. So you quickly put together a 250-word piece just to fill up space on your blog page. After all, you have a blog, right? Wrong!
It only leaves your readers wondering, “What’s next?”
So here’s the thing, good ranking also depends on the value that you offer your readers.
Look at it this way:
Is 250 words enough to give value to your reader? Will you be able to detail and address the pain points of your prospects? If you can’t, how will they know that you understand their needs? Can you tell them the consequences of not solving their problems?
You need to create a sense of urgency, and then give them effective solutions to those problems.
The point is, you can’t create a blog post that is fit for search engine ranking and at the same time valuable and exhaustive, using very few words.
So? If you can, have long from optimized blog posts with valuable content on your site, and you’ll reap the benefits.
And the best part? You don’t need to worry about your content needs when you could be spending that time building your business. You can always hire a professional health and wellness freelance writer who is passionate about your industry to help you out.
5. You Lack a Call to Action
I have read your blog post, so what?
If you leave your readers with the ‘so what’ mentality, you have failed in blogging effectively.
We could talk about SEO, SERP, brand positioning, traffic, solid online presence and authority all day; but that is beside the point. The reason you are putting all these efforts is to sell. Make money. Grow your bank account and make the world a better place by providing real-life solutions.
Depending on the intention of the content, by all means, tell them to do something at the end. Whether you are just raising awareness, generating leads, or answering questions, have them do something and tell them what exactly it is. It could be anything like prompting them to leave their email or to click on some link to learn more about a solution they might need.
Do your healthtech business a favor by being confident enough to sell. After all, if they love you already, all they need is your command.
Make Your Company Blog Your Money Minting Machine!
There you have it! Most healthtech companies are making these blogging mistakes. And now that you know them, you can easily avoid them and watch your business grow.
Commit blogging effectively, and your client base will expand. It might take some time to gain momentum; but once you have your running shoes on, you will hit the finish line with a bang!
And like I said, you never have to figure it out all on your own; you can hire a health and wellness freelance copywriter to help you with your content needs. This will allow you to focus on other areas of your business.
Each second that you waste puts your competitor ahead of you. Stand out!
Found this post helpful? Let me know what you think in the comments section.